A saying that’s been going around in marketing circles in recent years is “there’s no more B2C or B2B, only H2H,” where H2H stands for Human to Human.
It may be an oversimplification, but it’s undeniable that, even when dealing with companies, we’re ultimately interacting with people—and the way we interact plays a crucial role in the success of a deal.
This is even more important in international business, when dealing with people from different languages and cultures.
One key concept to understand when doing business in China is"Mianzi", a Chinese word that translates to"face",and refers to a person’s reputation or social standing.
In business relationships, especially in the early stages, Chinese counterparts are particularly attentive to this concept.
For example, in a business meeting, we Westerners—especially English speakers—tend to be direct. We focus on demonstrating our expertise and pushing our ideas.
For a Chinese businessperson, the top concern is what might" help them gain or lose face”.
One of the biggest mistakes a Westerner can make is to behave in a way that causes the other person to “lose face.”
Knowing a few basic rules of Chinese etiquette can help you avoid awkward situations—many books about doing business in China cover these thoroughly.
For instance, during a business meeting with Chinese counterparts:
- Avoid replying with a blunt “no” to a request.
- Don’t openly criticize someone’s behavior.
- Don’t interrupt someone while they are speaking.
- Speak directly to the person you’re addressing, not to the interpreter.
- Greet people in order of hierarchy.
- Consider your host’s proposals even if you don’t agree with them.
As you can see, these are mostly common-sense rules—but in China, they’re particularly important.
That said, here’s my heartfelt advice:
if you're traveling to China for business, don’t stress too much about mianzi!
Especially if you're dealing with small companies like distributors, you'll find they tend to be practical and straightforward.
They know you're a foreigner and don’t expect you to behave like a Chinese person.
Act naturally, be respectful, and use common sense—just like you would anywhere else in the world.
And if you make a (small) faux pas? Laugh it off with them... and enjoy China!
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